Engage employees in climate change

Citation

Salter, N. (2009), "Engage employees in climate change", Strategic HR Review, Vol. 8 No. 4. https://doi.org/10.1108/shr.2009.37208dab.003

Engage employees in climate change

Article Type: How to… From: Strategic HR Review, Volume 8, Issue 4

Practical advice for HR professionals

Climate change is one of the most challenging issues facing companies today, with pressure coming from consumers, government and stakeholders to commit to and take action against global warming. Employees need to be given the power, courage, confidence and knowledge to take action and inspire others to action. Businesses must innovate to enable their organizations to be leaders and by involving their employees, they enable them to make a crucial contribution to organizations’ emission targets.

At salterbaxter, we have identified the “six Cs” that unlock the challenges for companies looking to engage employees in the battle against climate change. These are: clarity of message, creativity (being open-minded), consistency (of approach), communication (regular), community (involvement of all employees), and celebration (of achievements and appropriate reward). The steps below outline how to implement the six Cs, which have been created from our experience of working with international organizations to communicate with and empower their employees.

1. Be clear about what you are doing

Companies should first of all understand how the employee view can differ from that of management. According to a McKinsey survey, 70 percent of global executives believe that climate change is somewhat or very important in managing corporate reputations (McKinsey, 2008). Sixty-one percent expect the issues associated with climate change to boost profits, if managed well. However, these views do not necessarily translate down to employee level. Fifty-four percent of employees feel confused over how environmental and social impacts are addressed. Seventy-five percent of people are concerned about global warming but challenged to see how their actions can make a difference. Clarity of message, as regards what you are doing and why you are doing it, is therefore vital.

2. Be creative

Employers need to understand their “audience” when attempting to communicate climate change issues. Employees, like any consumers, fall into several groups – some are more aware of and engaged with “green” issues than others. A survey of 1,000 American consumers of a wide range of ages, professions, religions, political opinions and environmental attitudes divided consumers into five audiences: green gurus, conscientious citizens, guidance seekers, bystanders and hype haters (Insight Research Group, 2008) So, find out what your staff think; whether it is via an online attitudinal survey, workshops or feedback and discussion forums. What are their interests, and what do you need to take into account when communicating to them? One size does not fit all – some employees love new methods of communication, and others hate them. Continual two-way dialogue is needed to achieve real changes in behavior.

3. Be consistent

Ensure your approach comes from the top down – for example, encouraging employees to cycle to work will be less effective if senior management members drive around in gas-guzzling 4x4s. It is also vital to co-ordinate your messages to employees with your overall corporate responsibility strategy. You must ensure that your external and internal messages on climate change are consistent and embedded in the organization’s strategy. As well as engaging leadership, think about your brand and supply chain – are your marketing messages and the suppliers you use in line? Inform and engage your customers and innovate with your products. Emphasize that behavior in the workplace should be similar to behavior at home – one of the key issues companies face is the fact that many employees view green behavior at work as someone else’s responsibility.

4. Communicate

Make sure communication on environmental issues is regular and appropriate. Consider factors such as an international audience of employees – levels of awareness are different in different countries (Germany and the USA represent two extremes, for example). Also, remember to communicate with employees that are not office-based – think about how to reach them. Maintain momentum in your communications, so that climate change continues to be at the top of their interests and not seen as “greenwash”. Take care that your messages take into account changing regulations – this way you can avoid de-motivation as challenges evolve. Encourage senior management to really motivate and inspire staff; and at the same time, give staff some responsibility for making changes, rather than imposing it from above.

5. Involve the community – and celebrate

An effective way to communicate with your employees is through events. Why not have a specific day or week devoted to climate change issues? For example, BT ran a “living lightly” week. Or it could be an event tying in with World Environment Day. Provide incentives to your staff to help them engage; like the charity, Global Action Plan, which provided “energy bikes” for staff. Hold internal competitions or awards for staff that have come up with helpful ideas or solutions to climate change issues. Enter your company for external awards that reflect its approach. Lastly, make climate change issues central to your online portal or company social networking facility; for example, Nike has its own web site for employees encouraging them to share ideas and innovations.

Nigel SalterBased at salterbaxter, London, UK.

About the author

Nigel Salter is founding director, head of consultancy and strategy, at salterbaxter. He has 14 years’ experience working in corporate communications and advises major UK and global companies on a broad range of corporate responsibility, corporate communications and employee engagement challenges. He frequently writes and speaks on these topics, running client workshops and seminars. Nigel Salter can be contacted at: nsalter@salterbaxter.com